Significance of Digital Marketing Initiatives to Reap the Harvest of Digital Transformation of Higher Education Institutions in India with Special Emphasis on Academic Libraries from the Perspective of the National Assessment and Accreditation Council (NAAC)

Abstract

The higher education institutions in India are transforming their activities with the help of digital technologies. The competitive educational landscape is forcing the higher education institutions to fit themselves with the modern technology-driven world where the interest of the stakeholders of these institutions will be fulfilled. In higher education scenario, digital transformation means using technology to boost learning, streamline operations and processes, and enhance student experience. This helps in introducing online courses, learning management systems, virtual campus services, and data analytics for student outcomes. To make prominent online presence of these institutions they resort to digital marketing. Digital marketing refers to using online channels to promote the institutions, engage students, and drive enrolments. Digital marketing boosts brand awareness, attracts prospects, and enhances student experience.  For successful digital transformation digital marketing initiatives emerge as a strategic necessity. Higher education institutions are taking steps for introducing digital marketing initiatives to enhance their visibility so that they can attract their stakeholders.  Digital transformation and digital marketing of higher education institutions are interlinked to get a holistic result from the educational organisation’s transformation perspective in this present competitive digital age. This present paper will explore the interconnectedness of these two concepts. It explores the critical role that digital marketing plays in the successful digital transformation of higher education institutions in India with a specific focus on how it aligns with the National Assessment and Accreditation Council parameters particularly in governance, outreach, innovation, and institutional best practices. Role of academic libraries of higher education institutions is dealt with in this context. This paper concludes by recommending integrated strategies for digital marketing as a core component of institutional digital transformation in the Indian higher education context. The paper involves theoretical exploration of the concept so far as the methodology is concerned.